Mobile Marketing Primer

Mobile Advertising & Marketing

Mobile Marketing

Not long ago, mobile advertising was defined as affixing a message to the broad side of a big truck. But along came the cell phone revolution, and those big wheels all but fell off.

Mobile marketing and advertising is now popularly defined as displaying text, graphic images and animated ads on devices such as cell phones and tablets. Interchangeably called wireless advertising, cell phone marketing and phone advertising, the mobile advertising of today has become the smartest way to promote a small business or brand.  This allure is of particular interest to local advertisers who are looking to reach consumers at the point of purchase with coupons, offers and other promotional tie-ins.  Not to mention GPS devices and the ability to reach consumers ‘browsing’ via their GPS device for a place to eat, shop, etc.  Placing a local business in front of those eyeballs is very sexy, especially if you consider that about a third of smartphone users who look up company information, end up visiting or calling the location.  

Mobile Marketing Keeps Evolving

SMS text message advertising has been all the rage in recent years. But lately, there’s been a bit of a down-shift. A more engaging set of mobile advertising bells ‘n whistles is taking over.

According to, display advertising keeps growing in popularity over SMS text advertising. In fact, over half of agencies in a recent survey said they’re creating more display ads for their clients than text message campaigns.

If you’re learning how to mobile advertise, note that these two smart phone platforms – Google Android and Apple iPhone – are increasingly dominating the field. They’re not the only games in town, but as a phone buying trend, they’re outpacing all others.

Mobile OS Market Share

How to Mobile Advertise on Smart Phones

If you’re interested in knowing how to mobile advertise to the growing smart phone crowd, first note the different ad-type options within each platform. There’s great diversity in the device types, operating systems, and mobile advertising networks from which to choose to mount an ad campaign.

These noteworthy trends, tips and insights may help you start navigating the mobile advertising world:

  • The most universal mobile advertising methods are:  search, display, messaging, and voice. Ads can be formatted to appear on mobile websites, apps, mobile search engines, text messaging (SMS), multi-media messaging (MMS), email, voice, and Bluetooth.
  • Similar to traditional search advertising, you can opt for mobile paid search advertising. Here, you’re running image ads or text ads within in search engine results. You pay only when your ad is clicked.
  • Beyond search advertising, you can place ads within content on mobile sites and in apps. No need to stay with the usual text ads and banner ad formats. Options include video ads, interstitials, advanced Interstitials, and push notifications.
  • “Apps as ads” are hot, full of interactivity. They take advantage of the fun things users can do with their smart phones. Interactive mobile ads such as Apple’s iAds let users watch a video, enter a contest, explore a virtual world, play a game, and more. Check out Apple iAds demo below.

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Mobile Advertising: It’s On the Move

Experts predict the adoption rate of smart phones will continue to rise, which is great news for small business advertisers and brands. But always keep an eye on the trends and technological developments. Mobile advertising is ever-evolving.  Mobile marketing is also the only way to reach consumers “on the go” and with 91% of the 270 million wireless subscribers stating that they keep their phone within 3ft. of them 24 hours a day, 7 days a week it’s no wonder it’s an intriguing medium for many.  Google has seen a 500% increase in mobile search from 2008 to 2010 and Juniper Research estimates that by 2014 location based local search and information services will be used by nearly 1.5 billion mobile users.

If you want to learn how to mobile advertise your brand or business, buckle up. Plan to ride an exciting road full of new technology twists and turns.

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